The Leica M-Monochrom “Soul” film won five awards at the Cannes Lions Festival

The short film “Soul which was created for the launch of the M-Monochrom camera in the Leica Store in São Paulo, won five awards at the Cannes Lions Festival and a total of 17 international awards. This controversial production was not associated with Leica Camera AG – it was created independently by Sentimental Filme production company and FNazca / Saatchi & Saatchi agency.

Press release:


Latest international award for the first-ever Leica brand campaign in Brazil brings total to 17

Alma (Soul), the movie produced by Sentimental Filme, directed by Vellas and conceived by agency F/Nazca Saatchi & Saatchi, has just scooped five awards at the Cannes Lions Festival in France on Saturday (22/06).

The first Brazilian campaign for Leica, the legendary German camera company, was developed for the launch of the M Monochrom digital camera and to introduce the single brand concept store in São Paulo. Alma has won the Golden Lion for Cinematography, the Silver Lion for Direction and two Bronze Lions for Editing and Art Direction, all in the Craft category. In the Film category, one of the most fiercely contested, Alma took the Silver Lion in the Retail Stores segment.

Alma tells the gripping story of a war photographer from the point of view of his camera. These latest awards bring the tally of international accolades for the film to 17.

“It is like a dream come true: it’s a huge thrill to win all these awards at Cannes, one of the most important festivals for the sector. For me, for the whole team that made the movie and for Brazil this is a confirmation of the strength of our creativity. Alma is a dense film, longer than traditional advertising, in black and white and, moreover, it does not have a happy ending. All these victories are very rewarding and we are very happy”, said a thrilled Vellas, the director.

The movie

Told between wars and loves, this is an engaging story of a photographer narrated from the unusual viewpoint of the lens of his own camera. Shot in black and white, the movie sports unconventional angles and, sometimes, deliberately blurred images, as if the camera was held in the photographer’s actual hand or slung round his neck. The movie has already racked up a string of awards (see the complete list below). You watch the movie in full here:

The director

Born in 1982 in Rio de Janeiro, Vellas (Felipe Vellasco) moved to São Paulo in 1995. Initially he studied

marketing then went to work in the creative departments of leading agencies such as DM9DDB and Ogilvy & Mather. After several years as an art director, he decided to switch to working for production companies as an art director and animator. He quickly began directing his own projects and after a few years worked with a partner. Since 2012 he has been a solo director of live-action movies for Sentimental Filme.

The production company

During 11 years of creative activity, Sentimental Filme has become one of the most important advertising film producers from Brazil. Winner of several national and international awards, including a Bronze Lion at Cannes, three Clio Awards, and two One Show prizes, the company also comprises a division that produces content for TV, internet, entertainment, interactive advertising, corporate communications and new media. Its major clients include Fiat, Ford, Panasonic, Volkswagen, Visa, Procter & Gamble and AB Imbev.


Awards received for Alma (“Soul”)

Cannes Festival of Creativity – Cannes, France

  • Film category: 1 Silver Lion at Retail Stores segment
  • Craft category: 1 Gold Lion for Cinematography, 1 Silver Lion for Direction, 2 Bronze Lions for Art direction and Editing

D&AD Awards – London, UK

  • Film Advertising Craft category: 2 Yellow Pencils for Direction and Cinematography

FIAP (Festival Iberoamericao De La Publicidad) – Buenos Aires, Argentina

  • Section: Audiovisual Production Techniques: 4 Golds in the categories for General Direction, Art Direction, Photography, Sound design and 1 Silver in Editing.
  • 1 Gold in the TV and Film section.

One Show – Los Angeles, United States

  • ONE SHOW DESIGN – 1 Gold for Broadcast and Moving Image.

Clio – New York, United States

  • Film Technique: 2 Golds in the categories Best Direction and Cinematography. Finalist for Editing and Sound Design

Wave Festival – São Paulo, Brazil

  • 1 Gold in the Film category
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